Innovator and entrepreneur Katarina Sjöblom's reflective accessory has made innovation a trend, and she hopes more people will start using reflectors. Her reflectors are meant to complement others and are a nice detail to attach to your bag.

Katarina grew up in Stockholm, where she now lives with her family. But for thirteen years, New York was her home.

“I studied fashion production and then worked as a consultant in New York. Creating and designing has always been fun and it's something I love to do," says Katarina.

During Katarina's maternity leave, she meets illustrator Carin Ahlberg Giddings. They become good friends and decide to develop children's reflexes together.

“This was probably around 2007. We saw that kids in New York weren't using reflectors and we wanted to change the norm by making reflexes cool and trendy.”

Today, Katarina runs her company Firefly Reflectors and has developed, among other things, the reflective sofas. But it is thanks to her experience with children's reflectors that she dared to take the plunge and start her own business.

"I realised that it wasn't just people in New York who didn't wear reflectors. We in Sweden were also careless. “

That became the starting point for the reflective tassel, a stylish accessory that you attach to your bag.

“I found that adults and teenagers worried that the reflector would ruin their outfit. That's why the reflective tassel is perfect, it's discreet and is better than no reflection at all. The reflective accessory is a complement to regular reflectors, but the most important thing is that you have something that reflects in the dark.  “

Katarina says the idea behind her innovation was to make the accessory trendy and to get people to wear reflectors. During this period, tassels were very fashionable, so Katarina chose to combine the reflective material with a modern fashion accessory like the tassel.

"I'm lucky to have Nancy in place"

The reflex tassels are made in China, in the same factory where the children's reflectors were developed.

"I have visited the factory and am in close contact with a woman called Nancy. It feels very personal, and I am lucky to have Nancy on site to help me with my specific requests. I am very meticulous, but she still puts up with me.

Katarina says that the main difference between the children's reflectors and the reflective tassels is the material.

-I wanted the reflective tassels to feel luxurious and the vegan leather is upscale and more appealing to youth and adults.

The reflective tassels are available in several colours and Katarina is always looking to develop new patterns and colours for the tassels.

“The colour grey sells best, it feels very Swedish, Katarina laughs.”

Katarina admits that her innovation is no longer unique. There are many similar products today.

“It's important to keep updating because my products are often copied. But developing reflectors with new colours and models keeps them unique. But it's great that I was the first to come up with the reflectors and that it was my idea from the start.”

"I was surprised that the reflective tassel became so popular"

Although Katarina's innovation had a clear target audience, she was still surprised when it was subsequently received in the market.

"I was surprised that the reflective tassels became so popular. People were genuinely excited and now wanted to start using reflectors. That's very good to hear.”

The reflective tassel is a seasonal product and sales increase in the autumn and then slowdown in February. But Katarina stays busy all year round.

"I have my web shop and physical shop where I sell the reflectors, of course, but also clothes, home decor and other small items.”